ENDOSIM®

LAPSIM®

TEAMSIM®

Graphic Guidelines 2017

GRAPHICGUIDELINES 2UPDATEDAPRIL20177

INTRODUCTIONPURPOSEOFTHISMANUAL

InordertobuildtheSurgicalSciencebrandtoitsfullpotenHal,allmarkeHngcommunicaHonsneedtospeakwithonevoice.ItisimportanttomaintaintheintegrityofthebrandidenHtybyusingeachofitselementsconsistentlyandproperly.

ThismanualdefinestheelementsofourbrandidenHty,fromhowtodisplayourglobalpresencetomanagingourlogo.ByconHnuallyreinforcingtheelementsofourbrand,webondouridenHtyinthemindsofourcustomers.ByconHnuallymeeHngthepromiseofourbrand,weearnourcustomers’loyalty.

COMPANYOVERVIEWCOMPANYDESCRIPTION

SurgicalScience,establishedin1999,developshighqualitytoolsfortheAssessment,Trainingand

CerHficaHonofmedicalprofessionals.UsingVirtualRealitysimulaHontechnologies,usersareable

tobuildskillsonSurgicalSciencesimulatorsthatdemonstrateandtransferproficiencyfromvirtual

realitytotheoperaHngsuites.SurgicalScienceisheadquarteredinGothenburg(Sweden)with

officesinMinneapolis,(NorthAmerica)andMexicoCity(LaHnAmerica).

COLORLOGO

1COLORLOGO

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BRANDIDENTITYCORRECTCOLORLOGOUSAGE

TheSurgicalSciencelogoshouldbeplacedconsistentlyandwithoutdistorHonofanykind.

AlwaysprinttheidenHtyintheapprovedSurgicalSciencecolors.Seecolorpale\eonpage9.

CORRECT1COLORLOGOUSAGE

Insomeinstancesa1colorlogowillberequiredforproducHonmethods.Wehaveprovidedalogo

forthesesituaHons.ThislogoshouldbeplacedconsistentlyandwithoutdistorHonofanykind.

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Simulation enhancing patient safety.

Simulation enhancing patient safety.

GRAPHICGUIDELINES 4

1COLORLOGOWITHTAGLINE

BRANDIDENTITYCORRECTCOLORLOGOUSAGEWITHTAGLINE

Thetagline,quicklyandeasilycommunicatestheSurgicalSciencebrandpromise.Toreinforceour

brandmessagethelogoandtaglinelockupshouldbeappliedtobrandcommunicaHonwhenever

possible.Specificexamplesofthelockupareillustratedinthefollowingpagesofthisdocument.

Thetaglineshouldalwaysbecenteredbelowthelogoasillustratedbelow.Seepage6foraddiHonal

requirementsforthetaglinespecificaHons.

CORRECT1COLORLOGOUSAGEWITHTAGLINE

Insomeinstancesa1colorlogowithtaglinewillberequiredforproducHonmethods.Wehave

providedalogolockupforthesesituaHons.Thislogoshouldbeplacedconsistentlyandwithout

distorHonofanykind.

COLORLOGOWITHTAGLINE

FPO

FPO

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MINIMUMSIZE

Forgreatestimpactandreadability,thereisaminimumidenHtysizebasedontheidenHty’swidth.

Thisshouldneverbelessthan1.5inchesor38mm.ExcepHonsmaybegrantedforspecialtyitems.

BRANDIDENTITYREVERSEDLOGO

YoumayreversethelogotowhiteoutofacolorwithinSurgicalScienceprimarycolor(seepage9).

MakesurethecontrastbetweentheidenHtyandthecolorisgreatenoughfortheidenHtytobereadable.

Clearzonerequirementsapplywhenusingthereversedlogo.Seepage6forclearzonerequirements.

1.5inchesor38mm1.5inchesor38mm

FPO FPO

FPO

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ClearSpace

ClearSpace

GRAPHICGUIDELINES 6

CLEARZONEANDTAGLINEPLACEMENT

Thetagline,quicklyandeasilycommunicatestheSurgicalSciencebrandpromise.Itshould

alwaysbetypesetinAdobeGaramondRegularandbecenteredfromedgetoedgeofthelogo.

Thebaselineofthetaglineshouldbethedistanceofthe“i”inthelogo.Seebelowforreference.

BRANDIDENTITYCLEARZONE

WhenevertheidenHtyisused,aclearzonemustsurroundittoensurevisibilityandimpact.Thesize

oftheclearzoneisdeterminedbytheheightofthe“i”intheSurgicalSciencelogotype.Nographic

elementsshouldinvadetheclearzonewiththeexcepHonofthetaglineasillustratedbelow.

A)Thedistanceofthetaglinebaselinefromthelogobaselineisequaltotheheightofan“i”fromthelogo.

B)Theclearzonebelowthetaglineisequalto2squaresfromthe“i”inthelogo.OnaUSle\erformatthisisequalto0.125inch.

A

BFPO

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GRAPHICGUIDELINES 7

BRANDIDENTITYINCORRECTUSAGE

TomaintaintheintegrityandconsistencyoftheSurgicalSciencelogopleasefollowthesebasicguidelines.

‐TheidenHtymustbepresentedclearlyandlegibly.

‐IdenHHesmustalwaysbereproducedfromtheapprovedassets.

‐AlteraHonstotheidenHtyareforbidden.

AddiHonalfactorstoconsiderwhenusingtheidenHtyincludecolors,backgroundsandtheclearzone.

AlthoughnotanexhausHvelist,thispageillustratescommonincorrectusesoftheidenHty.

Donotchangethecolors. DonotaltertheproporHons. Donotscalebelowtheminimumsize.

Donotrotate. Donotuseabordertoframethelogo.

Donotoffsetthetagline.Donotusethelogooverapa\ern.

Donotusethelogoasbodycopy.

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GRAPHICGUIDELINES 8

BRAND FAMILIES

PRODUCT LOGOS

PMS 659 PMS 577 PMS 1795

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GRAPHICGUIDELINES 9

COLORPALETTEPRIMARYCOLORS

TheidenHtyshouldbeprintedintheSurgicalScienceprimarycolorpale\ewheneverpossible.

PANTONE

1795

PANTONE BLACK

PANTONE COOL GRAY 3

PANTONE 442

PANTONE 425

PANTONE 577

PANTONE

659

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RedPMS 1795CMYK: 085750RGB: R:214 G:40 B:40HTML: D62828

GreenPMS 577CMYK: 4010600

BluePMS 659CNYK: 553000

GrayPMS Cool Gray 3CMYK: 20% blackRGB: R:196 G:193 B:186HTML:DDD8CE

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GRAPHIC ELEMENTS

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GRAPHICGUIDELINES 11

TYPEFACESPRINTFONTS

FortheprimaryheadlineandbodycopyofapiecewithintheidenHtysystem

(e.g.,brochures,signage,journalads,etc.)usetheFranklinGothicfamily.

IfFranklinGothicfamilyisunavailableduetoatechnologyissueyou

maysubsiHtuetheHelveHcafamily.

EMAILFONTS

FortheprimarytextofanemailorothercommunicaHondocumentsuse

Calibrisetat11point.

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GRAPHICGUIDELINES 12

Logoband

USle\erformat

Metricle\erformat

APPLICATIONTHELOGOBAND

OurlogosystemisakeyelementofouridenHty.ItprovidesquickrecogniHonforSurgicalScience

products.TheSurgicalSciencelogohasbecomeoneofourmostvaluablecompanyassets,and

consistentusageenhancesmarketplacerecogniHon.Toensureconsistentuseacrossmarketformats

wedesignedastandardusetodisplaythelogoandwecallitthe“logoband”.

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GRAPHICGUIDELINES 13

A)A) ThelogobandproporHonsareappliedasdescribedonpage15,howeverthe0.5ruleisnotusedonformalle\erhead.

B)B) Thele\ertextshouldbesetinCalibriRegular,11pt,autoleadingandblack.

C)C) Thesignatureshouldincludetheauthorsfullname,Htleandemail.

D)D) Theglobalsignoff.

APPLICATIONLETTERHEADLOGOPLACEMENT

TheSurgicalSciencestaHonerysystemisdesignedtocreateaconsistentvisualidenHty.ThestaHonery

systemfeaturesthemasterlogowithourtagline,thele\eritself,andourofficelocaHonsignoff.

B

C

D

A

FPO

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GRAPHICGUIDELINES 14

.

A)A) TheglobalsignoffshouldbetypesetintheCalibrifont,11ptsize,autoleading,andin100%black.InaddiHonsitmustbeflushlerandalignedwiththebodycopyofthele\er.

B) LocaHonsshouldbeseparatedby4spacesareracountryname.ThelocaHonsshouldalwaysbedisplayedinthisorder.

C)C) TheURLshouldfollowthesameformatngonthefollowingline.

D)D) ThebaselineoftheURLis0.5inchesor13mmfromthebo\omedgeofthesheet.

APPLICATIONGLOBALSIGNOFF

Forle\ersthatuseourglobalsignoffwehavedesignedastandardformatforconsistency.Theorderof

thecountriesshouldremaininthisorderandbeplacedonasingleline.Thewww.Surgical‐Science.com

URLshouldfollowonthefollowingline.

B B

CD

FPO

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GRAPHICGUIDELINES 15

BRANDHALLMARKSBULLETPOINTS

Whenusingbulletpointincopybesuretousearedsquarebulletratherthanaroundbullet.

Thisdesigndetailisderivedfromtheredelementinourlogos“i”andbringsadisRnctlook

toourmaterials.

SQUAREDIVIDER

Anotherbrandhallmarkisourred/blue/greendividerrow.Itcanbeusedtoseparatecopy pointorsecRons.

✓ONBRAND OFFBRAND

■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

✓ONBRAND ✓ONBRAND

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GRAPHICGUIDELINES 16

STATEMENT PICTURES

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We want to show the "surgeon" in combination with exposures of real operating environments. To showcase in a distinctive and interesting way the "real" experiences you get by using Surgical Science products.

GRAPHICGUIDELINES 17

STATEMENT PICTURES

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GRAPHICGUIDELINES 18

STATEMENT PICTURES

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GRAPHICGUIDELINES 19

CLOSINGItisimportanttomaintaintheintegrityoftheSurgicalSciencebrandidenHtybyusingeachof itselementsconsistentlyandproperly.Toensurethattheguidelinesinthismanualareapplied correctly,allimagesystemdesignsandpiecesmustbereviewed.

Approvalshouldbesoughtasearlyinthedevelopmentprocessaspossiblesochangescanbe madewhenthey’releastexpensive.Anoutsidevendororpartnercompanymayoccasionally produceapieceforSurgicalScience.Thesepiecesmustalsobereviewedasearlyaspossible priortoproducHon.

FORGLOBAL,COPORATEANDREGIONALMATERIAL REVIEWSANDAPPROVALSPLEASECONTACT:

Micaela Ådahl Åmicaela.adahl@surgicalscience.com

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